ANALISIS BRAND ASSOCIATION BUS RAPID TRANSIT (BRT) DI KOTA BANDAR LAMPUNG

Abstract

To cope with traffic jam in Bandar Lampung, the government try to develop its transportation
sector by building and operating mass transportations such as Bus Rapid Transit (BRT) or was also
known as Trans Bandar Lampung.
However, after two years of operation Trans Bandar Lampung has not been able to provide
maximum services yet. The bad aspect of services is closely related to weak planning. Headway
problem, travel time, the getting on and off of the passengers, and access to / from the bus stop
does not even support the existence of a BRT system that has not been strictly controlled yet.
Based on examination of 10 BRT Bandar Lampung associations, there are 3 associations
that make up a very strong brand image, namely Vehicle Quality, Timeliness and Services